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    题名: 加我為好友-- 社群網路外部性之經濟分析
    Add Friends -- The Economic Analysis of Social Networks.
    作者: 陳珮瑜
    Chen, Pei Yu
    贡献者: 周德宇
    Chou, Te Yu
    陳珮瑜
    Chen, Pei Yu
    关键词: 社群網站
    效用函數
    網路外部性
    社群均衡
    Social network sites
    Utility function
    Ntwork externalities
    Equilbrium
    日期: 2011
    上传时间: 2012-10-30 10:46:55 (UTC+8)
    摘要: 本研究分析消費者如何在不同的社群網路間作出選擇，當用戶使用社群網站的同時，產生與朋友互相連結、分享資訊、聯絡感情等正面網路外部性，且此外部性隨著社群網站的功能越強大、隱私設定越開放而大幅增加，使用戶使用越開放的平台產生的效用越高。
    但此現象同時帶給使用者相對程度的威脅：越開放的平台越無法對隱私權進行有效控制，換言之，越開放的平台越 「不願意」 對隱私權進行規範。隨著新興社群網站漸趨開放，用戶一方面享受朋友高度連結產生的正面效用，另一方面承受失去個人隱私權帶來的負面效用。且當重大侵犯隱私權事件發生，此正面外部性將如同雙面刃般轉化為傷害用戶的利器，其高度的好友連結度反而用戶間無一倖免產生強烈的效用損失。
    傳統社群網路不必然會被開放性的新興社群網路所取代，因此本論文分析了純粹社群均衡、雙重均衡與社群優勢均衡的情形等多種社群網路均衡型態。
    This thesis analyzes social network asoption by consumers. The linkage with friends is nodeled as positive network effect. That is , the higher the amount of friends a user connects on a social network site, the higher the extra benefits she derives other than the direct ututility via usage.
    On the other hand, as new social network sites demonstrate: openness inproves connecting potential but gives way to privacy cncern.A privacy breaching event will rattle the socialty connected group to a drastic degree.
    Throung the interaction of both the positive and the negative network effects, we find that many types of social network equilibrium can be sustained.
    參考文獻: 一、中文部分
    參考自2012/04/16，經濟日報吳仁麟專欄：「隱私權保鏢」和「資訊營養師」~未來新行業

    二、英文部分
    Boyd, d. m and N. B. Ellison (2007), “Social Network Sites: Definition ,History, and
    Scholarship,” Journal of Computer-Mediated Communication, 13(1), article 11.

    Domingo, F. J. (2009), “The Functionality-Security-Privacy Game,” Proceedings of MDAI, 92–101.

    Dwyer, C. (2007). “Digital Relationships in the “MySpace” Generation: Results From
    a Qualitative Study,” Proceedings of the 〖40〗^th Hawaii International Conference
    on System Sciences (HICSS).

    Dwyer, C., S. R. Hiltz, and K. Passerini (2007), “Trust and Privacy Concern within Social Networking Sites: A Comparison of Facebook and MySpace,” Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado, August.

    Fagiolo, G. (2005), “Endogenous Neighborhood Formation in a Local Coordination
    Model with Negative Network Externalities,” Journal of Economic Dynamics
    and Control, 29(1-2), 297-319.

    Gayer, A. and O. Shy (2003), “Internet and Peer-to-Peer Distributions in Markets for Digital Products,” Economics Letters, 81, 51–57.

    Hagel, III. J. and A. G. Armstrong (1997), Net Gain: Expanding MarketsTthrough
    Virtual Communities,：Harvard Business School Press

    Huaiqing W., K. O. Lee matthew and W. Chen (1998), “Consumer Privacy Concerns
    about Marketing,” Communications of the ACM 41(3), pp63-70.

    Katz, M. L. and C. Shapiro (1985), “Network Externalities, Competition, and
    Compatibility,” The American Economic Review, 75(3), 424-440.

    Meagher, K. and E. G. S. Teo (2005), “Two-part Tariffs in the Online Gaming
    Industry：The Role of Creative Destruction and Network Externalities,”
    Information Economics and Policy, 17(4), 457-470.

    Mercer, B. (1956), The American Community, New York：Random House.

    Rheingold, H. (1993), The Virtual Community, MA : Addison-Wesley.

    Rohlfs, J. (1974), “A Theory of Inderdependent Demand for a Communications
    Service,” Bell Journal of Economics and Management Science, 5(1), 16-37.

    Romm, C., N. Pliskin, and R. Clarke (1997), “Virtual Communities and Society:
    Toward an Integrative Three Phase Model,” International Journal of
    Information Management (17:4), pp.261-270.

    Schwartz, P. M. (2004), “Property, Privacy, and Personal Data,” Harvard Law Review 117(7), 2056-2128

    Shapiro, C. and H. R. Varian (1999), Information Rules: A Strategic Guide to the
    Network Economy. Cambridge, MA: Harvard Business School Press.

    三、網路資源

    調查網站checkfacebook.com
    http://www.checkfacebook.com/

    Community vs. Social Network http://lithosphere.lithium.com/t5/Lithium-s-View/Community-vs-Social-Network/ba-p/5283

    維基百科 http://zh.wikipedia.org/wiki/Web_2.0

    Jorn, B. (1997), Weblog resources FAQ. Retrieved December 25, 2008
    http://www.robotwisdom.com/weblogs/

    Merholz, P. (2002), Play With Your Words, Retrieved December 24, 2008 http://www.peterme.com/archives/00000205.html

    美國comScore研究機構 http://www.comscore.com/

    美國網路調查機構Pew Research Center 2010年網路使用報告http://www.pewinternet.org/~/media//Files/Reports/2012/PIP_Privacy_management_on_social_media_sites_022412.pdf

    創世紀市場研究2011年09月月刊 http://news.ixresearch.com/?p=4655

    全球網路資訊公司Global Alexa Page Ranking http://www.alexa.com/topsites/global;1

    創世紀「ARO網路測量研究」2011 年09月月刊報告書。 http://news.ixresearch.com/?p=4655

    InsigntXplorer 創世紀「ARO網路測量研究」2012年1月的月刊報告書http://news.ixresearch.com/?p=5079


    根據調查網站Compete.com http://www.compete.com/us/

    Google Trend http://trends.google.com/websites?q=facebook.com%2C+www.wretch.cc&geo=TW&date=all&sort=1

    聯合知識網http://muse.lib.nccu.edu.tw:8080/SSO/ResourceStation/pages/resourceUserMore.jsp?nId=168

    天下雜誌群資料庫
    http://new.cwk.com.tw/cgi-bin2/Libo.cgi?
    描述: 博士
    國立政治大學
    財政研究所
    99255027
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099255027
    数据类型: thesis
    显示于类别:[財政學系] 學位論文

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